Marketers are taking on more responsibilities in their roles. Interestingly, this trend is more pronounced among marketing executives and is more associated with revenue growth than with team downsizing.
That is the top take away from the recently released recently 2025 B2B Marketing Edge from Anteriad, a global leader in data and AI driven tech enabled B2B marketing solutions, in partnership with Ascend2. The report provides insight into the strategies of over 450 B2B marketing leaders across North America, Europe, and APAC to uncover what’s fueling performance.
The majority of B2B marketers responded that they have expanded their responsibilities in the last year (79%), drove revenue growth through marketing initiatives (64%), prioritized customer acquisition strategies (56%) and are responsible for brand awareness (55%).
Role Expansion
Lynn Tornabene, CMPO at Anteriad said these results showed the most successful marketers are expanding their roles to include a spectrum of direct revenue responsibility, tactical lead generation, and brand marketing.
“Successful marketers today combine precise data strategies with agility to fuel revenue growth, strengthen brand positioning, and effectively support sales,” said Tornabene in a statement. “Our report offers a roadmap for marketers eager to leverage data to accelerate business results.”
Gurus and Heroes
Identified as Growth Gurus, top performing marketers excel by leveraging advanced data practices. These data confident marketers are significantly more likely to use intent data (52% vs. 32% of other marketers), launch campaigns rapidly (3x faster), and achieve substantial efficiency gains with AI (73% vs. 41%).
A second category highlighted were ‘Data Heroes’, those who feel highly confident using a wide range of data types to convert audiences. This group has notably grown, increasing from just 27% of marketers in 2022 to 44% in 2025. Importantly, Data Heroes are three times more likely than their peers to achieve significant revenue growth, underscoring the tangible benefits of data confidence.
For marketers seeking to elevate their data confidence and drive stronger results, the full report provides valuable insights on key trends, tactics, and best practices across areas including data strategy, AI optimization, campaign acceleration, and organizational agility.
